Hugo Boss Debuts Virtual Fitting Room Tech in 3 European Markets

Hugo Boss has rolled out virtual fitting rooms using AR tech.

Luxury fashion house Hugo Boss has rolled out digital dressing room technology from Reactive Reality across its websites in Germany, the UK and France.

With the integration of Reactive Reality’s AR-based solution PICTOFiT, Hugo Boss customers can now create personalized mannequins that match their exact body measurements, then browse products and try on different combinations in a virtual dressing room. PICTOFiT also depicts the intricacies within an outfit, allowing customers to do things like tuck in a shirt, see the level of transparency of an item of clothing or test out how items look layered on top of one another.

Virtual try-on technology is fast becoming an ecommerce mainstay as retailers look to better serve customers and reduce returns, which weigh heavily on profits. A host of other retailers have rolled out virtual try-on solutions recently, including:

  • Amazon, which just debuted AR try-on for shoes on its site;
  • Walmart, which has rolled out augmented reality tech for everything from optical products to furniture; and
  • Gap, which went so far as to acquire its own virtual try-on tech, Drapr.


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